The uncomfortable truth about AI hallucinations
Generative AI is transforming how we work, analyze, and automate — but it still has a fatal flaw:
it often fabricates facts.
Peer-reviewed research in 2024–2025 made this visible.
Two major studies — one in Nature Digital Medicine and one in the Journal of Medical Internet Research — tested large language models (LLMs) across 520 fact-based questions.
The results:
GPT-4o (base model): 42% of cited sources didn’t exist
GPT-3.5: 39.6%
GPT-4: 28.6%
Bard: 91.4%
Even the best LLMs hallucinated in 3–4 out of every 10 answers.
(Masanneck L. et al., 2025; Chelli M. et al., 2024)
(Masanneck L et al., Nature Digital Medicine, 2025; Chelli M et al., JMIR, 2024)
What does that have to do with marketing analytics?
More than you might think.
In marketing, data truth is everything.
Every decision — from budget shifts to bidding strategy — relies on the assumption that your analytics engine interprets what’s really there.
But as more analytics tools begin integrating LLMs to “analyze” data, one risk grows quietly:
LLMs don’t know what’s true — they predict what sounds plausible.
This leads to:
Fabricated insights (“Your ROAS is dropping because of creative fatigue”)
Unsupported recommendations
Missing context or incorrect causal reasoning
It’s fast — but not necessarily true.
The root cause: prediction vs. verification
Large Language Models (LLMs) like GPT are generative systems — they predict the most likely next word based on probabilities.
They’re not designed to verify whether what they say is true.
Boolee, by contrast, is deterministic.
It doesn’t guess. It validates.
How Boolee avoids the hallucination trap
Boolee was built specifically for performance marketers who need data certainty — not probabilistic outputs.
Boolee: built to interpret, not invent
Its architecture is deterministic: every insight originates from verifiable data sources, not from model imagination.
That means Boolee can surface correlations, anomalies, and performance explanations as fast as an LLM,
but with the reliability of verified data logic.
How Boolee avoids hallucinations
1. Verified data connections
Boolee connects directly to ad platforms (Meta, Google, TikTok, LinkedIn, YouTube), analytics tools, and CRMs through secure APIs.
No scraping. No probabilistic guessing.
Each metric in Boolee is traceable back to its origin.
2. Structured, harmonized datasets
Before analysis, Boolee automatically standardizes data — event names, date ranges, cost structures — ensuring that interpretations are consistent and comparable across channels.
This eliminates one of the biggest causes of “false insights”: fragmented, mislabeled, or incomplete datasets.
3. Deterministic AI analysis
Where LLMs generate explanations, Boolee derives them.
Its algorithms detect trends, anomalies, and shifts using structured, rule-based logic and advanced statistical modeling.
That’s how Boolee delivers interpretive insights at LLM speed — without the hallucinations.
Why “no hallucinations” matters
For performance marketers, false certainty is dangerous.
If an AI analysis invents a cause for a ROAS drop or misreads a data pattern, it can misguide entire budget strategies.
By grounding every interpretation in verified, structured data, Boolee ensures:
Every explanation can be traced back to the source
Every recommendation is reproducible
Every insight is based on fact, not probability
In short — Boolee gives teams the speed of AI with the reliability of science.
Boolee's principle: interpret reality, not invent it
Generative AI is ideal for creativity — not for truth.
That’s why Boolee was built differently: it automates analysis without fabricating narratives.
It’s fast. It’s intelligent.
But above all — it’s grounded.
Book a data truth session
Want to see what real, verifiable AI analytics looks like?
Boolee helps marketing teams unify, clean, and verify their data — so every AI-driven decision is grounded in reality, not probability.
Article by
Jasmin Hadrany
CEO and Founder
Published on
Dec 1, 2025
